BBC Worldwide – which controversially bought Lonely Planet for £130m in two stages in 2007 and 2011 – has been exploring strategic options for the publisher, including seeking an outside investor, it emerged in December.

A spokesman for BBC Worldwide said: "We have been exploring strategic options for Lonely Planet for some time now but no deal has been done and we are not going to comment on speculation about its future."

Skift.com suggested that the deal could be announced next week, meaning the home to hundreds of revered travel titles could soon find itself on the move for only the second time in its four-decade history.

Described as a "deeply private" businessman, Kelley is reportedly worth $1.9bn and made his fortune selling discount cigarettes brands. He is rarely photographed in public and shies away from media interviews.

The sale would quickly follow the departure from BBC Worldwide of chief executive John Smith, who championed the Lonely Planet brand in the face of criticism from the corporation's commercial rivals that in buying the travel publisher it had strayed away from its core TV and radio operation.

Tim Davie, the acting director general, is due to take up his new job as BBC Worldwide chief executive and director of global after Lord (Tony) Hall joins the corporation on 2 April.

Last year the BBC valued Lonely Planet at £85m, having written down its value by £50m over five years. The sale price under negotiation is not known.

The BBC Trust would have to approve any deal involving the sale, or part sale, of Lonely Planet – as it did with the original acquisition.

BBC Worldwide acquired Lonely Planet in two stages – buying a 75% stake in 2007, followed by the remaining 25% in 2011.

• To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication".

• To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook